Areas of Trust Utilization

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II. Areas of Trust Utilization

Souce: Pheni Chalid, 2005 These three areas of trust implementation can be found in our daily life. Throughout our life time, we may trust or distrust people depending on the experiences we have. Then, many products such as food product, especially the ready-made kind of food whose contents are not really known, are bought and consumed without worry. We are now going to explore more about trust beyond its use in material transaction. Let’s start from Hobbes’ logic that believe in the world is aimed to look for material satisfaction which becomes the one and only source to make life meaningful. Recent world, materialism becomes the main spirit in any influential ideologies in the world. The materialism has given considerable impact, as stated by Marx, that idea of human being is the expression of material condition. From the materialistic rationality, the embeddedness of the trust in the society cannot be separated from the dynamic of materialistic reality. It is the reason why trust can be measured and oriented to satisfy material necessity. Multi facet relationships of rationality with various behaviors make them very complex. Also, trust will follow the way of thinking, culture and ideology in society. According to Weber, the development of modern in the western society is related to with the development of rationality. This development is reflected in daily individual economic action and in the structure of social organization. It is also expressed in the evolution of western music. Although music is often seen as an emotional language, Weber shows that the development of music also follows rationalization tendency which permeates to the development of modern western civilization Weber, in Johnson, 1988:207. Weber’s argumentation can explain the phenomenon why western countries become dominant in almost all living sectors, whereas the eastern countries and other groups of society stay in the subordination of the west and its culture. The domination and hegemony of western countries remains cannot be subjugated until this time. The high level of trust in technology, product and skill of western countries is supported by 15 wealth and well-being of their social, economic, and politic affairs. Pavlov, a Russian clinical psychologist, views that trust grows because it is conditioned. Therefore, industrial countries with strong currency, investment, and high gross national product can be said that they are earning high level of the trust. On the other hand, countries with low rate exchange, income, and investment are earning low trust. It is safe to say that the difference of the level of trust happens because it is conditioned. It means, people have more trust to rich, well organized, with good performance, having experience and high moral conduct and professionalism or skill. All these characteristics, more or less, can be applied to indicate whether such country is in the high trust or not. The Problems of Trust in Market Economy The market economy that usually focuses on the calculation of profit or loss has encouraged the growth of trust among the market players. Trust that emerges in the market consists of the trust that is intertwined among market actors and consumers. The consumers trust is a priority in the market; something for which producers and traders always compete. It is also the reason why almost all producers claim that their products are the best in quality because such claim can attract consumers’ attention. By doing so, it is expected that the claim would be implanted into the mind of the consumers, so the brand would remain in consumers’ memory. If consumers trust in it, they may keep buying and they become loyal consumer. Active economic actors, i.e. producer and trader have special relationship qualities. Luhmann 1998 specifically states that trust would only appear under certain circumstances where the possibility of loss was greater than the expected profit. The reason to take the risk is based on self- assurance that the partner will not act opportunistic.

III. Trust in Business